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Outbound Links

How you link out to other sites affects how Google trusts and ranks your site. In the TrustRank white papers that included a
patent adopted by Google, they mention how good sites link to other good sites. They also say that "good sites seldom link
to bad ones".  Use this knowledge to enhance your own rankings. Link out to authoritative and trusted sites. If you
have a ton of links leading to spammy sites it's going to hurt how your site ranks. You can't control who links to you, but
you CAN control who you link to, so don't harm your own rankings by linking to bad sites.

As an example of this principle in effect, check out Huffington Post's homepage. Their articles rank very well in the search
results and they have a PR 8 homepage. If you scroll to the bottom of their site, you will see a massive amount of
"dofollow" links all leading to other major, authoritative sites. It's no coincidence that they rank well in the SERPs
(search engine results pages). This is a clear example of a site benefiting from linking out to other good sites and
gaining trust from Google.

We have complete control over our on-page SEO, and this means our content and our links. We just talked about outbound links
and that leaves us with only one other type of link.

Internal Links

Internal links are the links that lead from one page on our site to another. Now is a good time to state a quick fact about
search engines and how they index the web. Search engines do not index websites, they index web pages. This means that a
site doesn't have authority; rather a web page has authority. The reason all the pages rank well on an authoritative website
is because of internal links.

When a large authority site makes a new page, what does that page have? It has a ton of powerful links from other
authoritative pages already on the site. This all occurs because of internal linking. So what does it mean for us? It
means we need to have a solid internal link-structure to take advantage of our own link juice.

There's no exact science to how you link your pages. Just having a consistent nav-bar is a start, but there is a lot more
you can do. If you use Word Press, there are many different related posts plug-ins you can use that will automatically
create links to other related posts for you. I recommend having more internal links than external links. A 1 to 3 ratio is a
good reference for your outbound to internal links ratio.

There is a practice called PageRank sculpting that involves severely limiting the number of outbound links you have in order
to keep more link juice internally. It sounds like a decent idea, but it fails in practice. PageRank moves more cyclically
than recognized and a lot more will stay on your site naturally. Also, we just talked about how outbound links can help you rank
- don't be afraid to link to other great sites.

Back links

Search engines often use the number of back links, or sometimes called inbound links,  that a website has as one of the most important factors for determining that website's search engine ranking, popularity and importance. Google's description of their PageRank system, for instance, notes that Google interprets a link from page A to page B as a vote, by page A, for page B. How does a webmaster go about getting high quality backlinks to his or her website? There are many ways this can be done. Some people advocate writing and submitting articles, posting on forums, making comments on blogs. Others talk about submitting their website to various Internet directories. Another way that many people build backlinks for their website is to use Social Bookmarking websites.

Please contact us to find out what it is and how we can drive traffic to your website by creating back links for you.

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